Every March 12 since 2003, the Club Amigo Atlántico Guardalavaca in Holguín becomes a place of heartfelt remembrance, honoring Ashley, a young Canadian woman who left a lasting impression at the hotel. Born on March 12, 1995, in Oakbank, Manitoba, Ashley affectionately referred to the northeastern Cuban province hotel as "my home," visiting with her family nearly every year until her untimely passing.
According to the pro-government site Ahora, Ashley's tragic death occurred on August 28, 2012, in a car accident south of Dugald. Despite her passing, the tradition of celebrating her birthday and commemorating her spirit endures. In 2025, Ashley's parents and family members are unable to attend in person for the first time, but they participate virtually, ensuring her legacy continues among those who cherished her dearly.
The Ashley bar-café, created in her memory, is the focal point of these commemorations. Adorned with a mural by artist Humberto Lahera depicting her face, the space is decorated each March 12 with roses and sunflowers—her family’s favorite flowers—and features a special cake named after her. The ceremony, which extends to the beach amidst a backdrop of instrumental music and solemn reflection, includes participants sharing hugs and casting flowers into the sea, perpetuating the “Fiesta de los Abrazos,” a weekly event that has turned the bar into a cultural hub at the hotel.
As reported by Cubadebate, this tradition, which began during Ashley's childhood, when she actively participated in the Club Amigo’s festivities, has become a symbol of love and remembrance. Her parents used to present the staff with personalized T-shirts from the Schlag Foundation, established to support young women interested in sports, reflecting Ashley's passion for soccer and her dream of joining the national team. Although her family’s absence will be felt this year, the hotel staff and returning guests are committed to honoring her memory, demonstrating that through remembrance, Ashley's essence remains alive in every hug and smile shared at Club Amigo Atlántico Guardalavaca.
Challenges in Cuban Tourism
While international visitors continue to arrive in historically low numbers, Cuba's premier tourist destination, Varadero, has become a scene of emptiness. Vacant hotels, deserted streets, and prices beyond the reach of many locals illustrate a nation facing a "lost decade" in its tourism sector, far removed from its traditional lively nightlife.
José Luis Perelló, a specialist in Cuban tourism, has warned that the sector's recovery—touted by the regime as the "engine of the Cuban economy"—will not be realized until 2030. In a conversation with EFE, Perelló criticized the lack of a comprehensive tourism development plan and the over-reliance on the U.S. market, factors that have hindered the island from regaining its pre-pandemic levels of international visitors.
The crisis's impact is starkly reflected in the numbers: January saw the third-worst international tourism figures for Cuba since 2003, with a 25% drop compared to the same month the previous year. This decline is largely due to fewer travelers from Canada and Russia, as well as declining numbers from the United States and the Cuban diaspora.
Given this situation, experts and industry stakeholders are calling for reforms and diversification strategies to rejuvenate the tourism offerings and reconnect with international markets. Without structural change, the prospect of a delayed recovery until 2030 could signify a pivotal moment in Cuban tourism history.
Understanding Cuban Tourism Challenges
What is the significance of Ashley's annual commemoration at Club Amigo Atlántico Guardalavaca?
The annual commemoration of Ashley at Club Amigo Atlántico Guardalavaca is significant as it honors her memory and legacy. It reflects the deep connection she had with the hotel, which she visited with her family for nearly a decade. The tradition symbolizes love and remembrance, keeping her spirit alive among those who knew her.
Why is Cuban tourism currently facing challenges?
Cuban tourism is facing challenges due to a combination of factors including historically low international visitor numbers, lack of a comprehensive development plan, over-dependence on the U.S. market, and economic conditions that make travel expensive for locals. These issues have contributed to a "lost decade" in the sector.